Cape Town - A new survey has found that shoppers are increasingly turning to their mobile phones to augment their shopping experience.
According to a survey conducted by the Google Shopper Marketing Agency Council, 79% of shoppers can be classified as "mobile shoppers".
Around 62% of those shoppers use their mobile phones at least once a month to assist with shopping and 17% use their phones at least once on the week.
The report highlights the observation that 82% of shoppers use smartphones to find information on products while in store, resulting in an increased spend.
More users connected to smart mobiles are expanding the functionality of the devices into e-commerce decisions, but the report indicates that the technology is being employed in so-called "brick and mortar" retail experiences.
The survey found that nearly half of consumers who use their mobiles do so for at least 15 minutes and they spend more across a wide selection of categories.
On the typical basket, the spend increased from $30 to $45 on health and beauty purchases, $250 to $350 on appliances, and $161 to $215 on electronics.
The survey also showed that a third of e-shoppers typically preferred to find information online rather than ask store employees and 53% of respondents used the devices to make in-store price comparisons.
While application content is popular with mobile phone users, the survey found that mobile sites for in-store shoppers outperformed apps by 65% to 35%.